On Adverts, Meaning And Vuvuzelas

A RECENT satire by Johnathan Shapiro in the Mail and Guardian depicts members of the British press devouring negative statements issued by their media regarding the World Cup in South Africa.

Afro-pessimism has been with us for centuries and will certainly not be diminished because of some prestigious event on African soil. Britain is not the only country that looks at Africa with doubt and suspicion. One can probably state that the Chinese love affair would be non-existent if not for Africa’s wealth in natural resources.Africans themselves have become conduits for sentiments conveyed by foreign powers, who do not possess an intimate knowledge of domestic affairs. Namibians have adopted Western standards for evaluating their progress in life and indeed the performance of Government. We continue to look at Namibia, not through the eyes of a people who have witnessed the miracle of Independence, but through the eyes of pseudo-European intellectuals.A colourful litany of complaints erupt from disgruntled citizens who have mastered the art of criticising Government via SMS. The money spent on sending an SMS to the The Namibian could have been used for something of greater utilitarian value: a packet of soup, a loaf of bread or a bar of soap.A recent advert by a law firm in a daily newspaper has caused immense outrage in various sectors of the community. In this particular instance there were those individuals who were compelled by virtue of their office or rather privileged position in life to make a few statements regarding the impropriety of the specific ad. Gender violence, stereotypes and the usual buzzwords were cited. Would an unemployed, illiterate, starving Namibian male spend N$3 to view an ad in a newspaper or phrased differently, would an unemployed, illiterate sex-worker be offended by an ad displaying the assets of the female gender? I sincerely doubt it…The point that deserves emphasis is that our priorities (battles) as Namibians need to be re-evaluated. We have a tendency to blow our vuvuzelas because of the collective noise that emanates from a typical herd-mentality and not due to more immediate concerns. Our sentiments (read disgust) are often not translated into action as we casually ignore the plea for food from a Namibian female, who has no income, no accommodation and who is HIV-positive. The criticism levied against Government or anyone who places an ad that may or may not promote gender violence subscribes to a very narrow-minded approach towards human rights. This approach is devoid of creativity, inspiration or any attribute that would ignite the human spirit into action – it is reserved for individuals and countries who have a greater interest in the ’emerging market ‘ than the prevalent human condition or those seemingly benevolent spectators who use their vuvuzelas to alert the rest of the world to any misdemeanour on the African continent. Quite frankly, I am more appalled by the obscene amounts of money spent on ads to curry favour with senior politicians by congratulating the latter on their birthdays, graduations, promotions, weddings or on being visionary leaders !As Namibians, we are acutely aware of the fact that despite the World Cup there are many South Africans who are still living in the most horrible conditions adjacent to a Sports Complex that raked in millions. As Africans and as Namibians, we do not only deal with statistics but are confronted with the dismal reality on a daily basis – we are on the pitch of poverty, unemployment, illiteracy and HIV. Are we going to play the game and emerge victoriously or are we going to spend our time and resources on criticism or even worse, a futile, erudite discourse on addressing any of the above?Freedom of expression is essential to any democracy and obviously facilitates debate around issues that affect the ordinary citizen. We should however not lose sight of every vulnerable woman’s (or orphaned child’s) right to dignity and indeed our individual capacities as Namibians to give meaning and substance to that Constitutional right. South African Judge Yvonne Makgoro once stated that Ubuntu is…’ when you love yourself first that you love others enough to keep giving, however little…’ Are we truly giving our time and resources to the indigent by blowing our vuvuzelas in unison ?Mr Metcalfe, as a fellow member of the legal profession, I do not endorse your actions. We are in the ranks of a noble profession with men like Nelson Mandela and Mahatma Ghandi. I will not dishonour their legacy by discrediting a senior member of the profession. I will however provide you and every member of the legal fraternity with the contact details of two extraordinary players, who provide food and clothing to vulnerable women and children. Like so many other Namibians, you have the potential to make a meaningful contribution where it really matters – on the pitch!Dieter Ian MareeVia e-mail